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 | | Global Marketing Management Update 2000 by Masaaki Kotabe, Kristiaan Helsen ISBN-10: 9780471353904 ISBN-10: 0-471-35390-6 ISBN-13: 9780471353904 ISBN-13: 978-0-471-35390-4 Hardcover 1999-05 John Wiley & Sons Find Lowest Price |
Editorials | ||
Book Description The ultimate objective of this book is to help you prepare for the 21st Century and become an effective manager overseeing global marketing activities in an increasingly competitive environment. This book is the first to offer a true global, as opposed to multinational perspective on marketing. This global approach also presents marketing in a cross functional approach to the business operation. This edition addresses the reaction to the recent 1998 Asian financial crisis and how these dramatic changes and their effect on the rest of our global economy. Also, based on European countries trying to create a unified European economy, the prominent event of the introduction of a common European currency, the Euro, on January 1, 1999 has impact world wide. Issues surrounding these events are covered at length. | ||
Reviews | ||
A thought-provoking book Kotabe/Helsen team has really set the standard for the international marketing textbook market. I have read three other similar textbooks, but there is no other book measuring up to this one. They offer an excellent analysis of market converging and diverging forces adding to the complexities of global marketing and how to cope with them. Although I am not an academic, this book provides great conceptual foundations so useful for me to use in preparing my own presentations to the executive board at my company. They have plenty of excellent, well thought-out real-life examples, and those examples are so well built in along with conceptual frameworks that I come away with a lot of useful, and more importantly, usable knowledge. | ||
A modern, analytical textbook on global marketing I teach Global marketing and I think this textbook is the best. It is not full of anecdotal stories about global marketer's failures or successes but very analytical with straightforward methods students can try out. The cases are excellent and support the theorical lectures very good. From my experience with the research literature it is state of the art. | ||
A very comprehensive yet user-friendly book I am a doctoral student and have taught international marketing at a state university for a couple of years so far. Among several books I examined, Kotabe&Helsen book stands out in the crowd. It is a joy seeing my students actually enjoy reading the book and learn from it. This book is full of useful insights and timely examples. It is a must reading if you want to be a true professional in the international marketing area. Great! | ||
market segmentation what are the ideal set of properties that effective market segmentation should possess. Why this element are necessary in global marketing process. | ||
A great insight into competing in the post Asian crisis This update edition offers the best insight into various aspects of the Asian financial crisis and how Asian companies are developing their competitive strategy. Truly a great insight on how strategic trajectory differs from country to country. HP | ||